A family-owned matcha café in Downtown Dubai, offering clean-label ingredients, functional add-ons, and a wellness-driven approach to F&B.
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The Challenge
As first-time B2C founders with a background in B2B, the team behind Maison Cha Cha needed guidance on how to build and launch their brand in a saturated F&B market. Their challenge was twofold:
- Educating a new audience about the unique health benefits of their matcha and clean ingredients
- Standing out against larger, well-established competitors without losing their personal, family-run charm
With food consumption in the UAE projected to grow to 8.8 million metric tonnes by 2029, F&B brands must focus on memorable identities that resonate with evolving consumers.
They needed to build an online community that valued their honest, handmade approach.
Our Approach
- Developed a full social media strategy with the founders positioned at the forefront, to humanize the brand and share the story behind its creation.
- As reported by JLL, consumer preferences in UAE are valuing immersive dining experiences and elevated visual cues, which is why Maison Cha Cha's identity design leaned into rich textures, bold typography, and premium in-store environments.
- Leveraged PR and influencer outreach, securing organic media interest and coverage by inviting lifestyle editors and influencers to a Matcha-Making Workshop at the café. This event was run in small curated batches for more intimate engagement.
- Created storytelling-first video content featuring the founders in interview-style formats, blending behind-the-scenes visuals with informative matcha-making processes.
- Consistently shot both photo and video content to spotlight the menu, ingredients, and venue. This allowed for regular, high-quality content drops across social media platforms.
- Ran paid ad campaigns focusing on local brand awareness in Downtown Dubai, promoting both dine-in and Deliveroo availability.
- Curated brand-aligned influencer partnerships to tap into existing wellness, food, and mom-focused communities across the UAE.
- For end-to-end naming, identity, and rollout, view our brand identity service and process.
The Impact
- Successfully built pre-launch buzz despite delays: with no paid media coverage or influencer collaborations, all engagement was earned through authentic storytelling and concept uniqueness.
- Video content resonated strongly with audiences, helping distinguish the brand from other matcha spots by offering knowledge-first, transparent messaging.
- Social pages reflected not only the product but the founders' personalities, helping followers connect with the brand on a human level.
- Community trust and excitement grew organically, boosted by consistent engagement, informative content, and word-of-mouth from influencers who attended the event.
- The café's focus on clean ingredients and wellness-forward offerings was clearly communicated, giving them a distinct position in the matcha category.
- Positioned within a UAE food products market expected to grow from USD 15.68 billion in 2025 to over USD 19 billion by 2030, the Maison Cha Cha brand identity aims to align with emerging consumer expectations for quality and authenticity.
If you're scaling an F&B concept in the UAE, our branding services can help you differentiate and grow.
Prefer to compare styles? Check a contrasting aesthetic in R'Rumi: Luxury Branding UAE.
